STRATEGIC MANAGEMENT

STRATEGIC MANAGEMENT
(MSL 711)

Tata Consultancy Services (TCS)

{TCS Capabilities and Indian Government Projects}

Submitted by: Submitted to:

GROUP- (8) Prof. Sanjay Dhir

Khushee Namdeo (2020CH10095)
Pawan Kumar (2021SMN6653)
Saurav Kumar (2021SMN6643)
Surabhi Singh (2021SMZ8144)

Tata Consultancy Services Capabilities and Indian Government

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 Projects

Tata Consultancy Services (TCS) is an Indian IT MNC in services and consulting that provides
business solutions, IT services, and consulting services with an assurance that no other company can
match by delivering tangible outcomes to worldwide businesses. TCS’s new brand vision is “to help
customers achieve their goals along with better futures for individuals, communities and the planet” 1.
In FY 2022, TCS crossed a milestone of $25 billion in revenues 2. The geographic footprint of TCS
covers Asia-Pacific, Europe, Australia, India, LATAM, Japan, Middle-East & Africa, New Zealand,
and North America, with about 6 lakh employees globally3 (Exhibit 1).

Following the company success in 2019, Tata Consultancy Services (TCS) COO N Ganapathy
Subramaniam noted, “Government projects not just in India but around the world are different. They
are highly process-centric, and there will also be a lot of exacting demands from them in terms of
performance guarantees, liabilities”.4 Admittable architecture, effective project management, and
efficient process management contributed to TCS in making it the largest software company in India.
Government collaborates with private companies to advance their services digitally and enhance
citizens’ quality of life by providing simple, user-friendly, and easy evaluable public services.
Therefore, a well-functioning society depends on a framework for public services that are flexible,
user-friendly, and inclusive.

Government departments offer multiple public services such as transportation, water, education,
sanitization, licenses, land records, passports, and many more. However, it might be quite
challenging to provide a few services on a large scale within a limited budget while maintaining total
transparency. TCS works with government departments worldwide to drive purpose-led
transformation by leveraging digital technology. The Passport Seva Kendra (Passport Seva
Program), Indian Railway (IRCTC) ticket booking corporation, India Post (India Post’s digital and
financial inclusion project), and Digital Exam system (Digitizes and automated end-to-end
examination system) are some of the essential e-governance projects that are developed and managed
by TCS. N Ganapathy Subramaniam stated about handling government projects, “The key thing is
when you do a project for the government, you have got to be very solid in program management.
Second is that you need to get the architecture right. Because there will be changes which keep on
coming. You need to get the architecture right to make all these changes”4.
TCS manages government projects extremely effectively; nevertheless, what additional capabilities
could allow TCS to become a part of NextGen e-Governance initiatives? What are the new strategic

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moves that could deliver the TCS vision? What initiatives should TCS take to meet the rising
demand for high-quality public services while handling the issues of ensuring security, privacy, and
quality excellence in the competitive environment?

Public Services Industry

The government provides and administrates the public service industry. Delivering good governance
and transparency through effective social services could be an ideal strategy for the public service
industry to accomplish sustained national development. In FY22 the government spent Rs.71.61 lakh
crore on social services, up from Rs.65.24 lakh crore in FY21 5 (Exhibit 3). The public service
industry includes national- or state-level departments and government-owned corporations (public
service companies) that are mainly focused on delivering good services to their citizens, including
educational, cultural, electricity, water, agriculture, health, and many more. Public services enhance
the citizen’s values, beliefs, and progressed lifestyles. Civil servants and government employees are
considered part of the public service providers, including individual authorities from central,
regional, and local levels. Either the service is provided directly by the government, or they take
support from private companies to develop the service. The planning of tangible or intangible
resources to fulfill the needs of public is based on “resource-driven” instead of “demand-driven”.
The energy industry, the telecommunications industry, and the utility industry are the three sub-
industries of public service industry6. The return on investment, value creation, economic growth,
employment opportunity, transaction cost, and gross domestic product growth are some of the
metrics that can be used to evaluate performance in the public service industry7.

In the past few years, governments have been transitioning to new technology and moving toward a
“digital first” strategy. The government collaborates with private companies to enhance
transparency, trust, and privacy and digitally transform public service by adopting new technologies.
There are multiple public services that have moved from a manual process to digitizing the process
and now moving into digitalizing the process. The public services that moved from a manual process
to digitization are online passport seva, online ticket booking (Indian Railway), land rent online
payment system, online mutation system, online examination system, online income tax filing
system, and many more. For moving the system from manual to digitize government collaborates
with private companies such as TCS, Wipro, and Infosys. The revenue generated in the public
service industry in India is less than 5% for leading IT companies; for instance, in FY2021, the
percentage of TCS’s overall income was 5.1 percent, whereas the percentage of Infosys’s overall
revenue was 3 percent, and Wipro received about 2% of annual revenue8.

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Indian business policies (service level agreement) and government ownership have a direct impact
on government and private company alignment. The competition is not very competitive for getting
government projects, as there are only limited business groups that fulfill the pre-requisite of the
government terms and conditions. Obtaining approval is the real hurdle in this industry due to
regulations. The business group cannot raise the invoice and get paid for their work until they have
not delivered the services per the contract. There is also a possibility that if the vendor is put on a
blacklist due to some reason, they would be unable to get another chance to get any new government
projects. Therefore, the quality deliverables, such as dependability, accessibility, user-friendliness,
efficiency, security, and viability, are expected from public services. Company portfolio, size,
turnover, technological capabilities, effective resource management, time management, quality
management, and effective estimate management are the important consideration factors when
assigning a government project to another company9.

TCS History

In 1968, TCS (Tata Consultancy Services Ltd.) was founded as a startup by Tata Sons Ltd to meet
the needs for electronic data processing (EDP) and consultancy-based services. TCS used a
systematic approach to scale up its business performance by understanding the objectives, designing
solutions to address business problems, and effectively developing end-to-end projects. The
performance growth and business expansion of TCS are progressive (Exhibit 4). TCS diversified its
expertise in several verticals of industry with a completely diverse range of services (application
services, cloud services, digital transformation services, engineering services, service integration,
etc.) (Exhibit 2) and finally expanded its global presence. TCS faced few challenges and tried to
overcome it.

1969 to 1985
TCS was founded to satisfy the company’s demand for internal management consulting, data
processing, and other information technology services (“financial accounting, share registry work,
sales analysis, inter-bank reconciliation, provident fund accounting, and operating software on behalf
of customers”)10. TCS gets the first-mover advantage in the field of delivering IT consultancy
services in India11. Beginning in the 1970s, it started working to find foreign business opportunities
in the deployment of information technology application maintenance and development services to
customers from developed economy countries. From 1973 onwards, TCS started geographic

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expansion by collaborating with companies in other countries to implement projects or providing
technical support.
TCS was the first IT company to be awarded a government project by the Detroit government in
1974 (software for the police department), and in 1977 TCS was chosen to develop a government
project for India (PAN - Permanent account number system). PAN became the key identifier for the
tax administration system. PAN became the first government project developed successfully by TCS.
The export revenue of TCS crossed $1 Million in 1976. TCS enhanced its technical capabilities and
started hiring skilled technical personnel. In 1985 TCS started its working stations in India (Delhi,
Madras, Bombay, Pune), New York, and UK.
Infosys is the competitor of TCS in India. Infosys was established in 1981 with the core vision of “to
amplify human potential and create the next opportunity for people, business and communities” 12.
Infosys started expanding its business in other countries, and the first client of Infosys was from New
York (1981). The “worldwide delivery concept” was pioneered by Infosys13.

1986 to 2004
When working on government projects, the primary goal for Tata Consultancy Services (TCS) is to
ensure that everything is done correctly from the start till the end. In 1991, TCS launched E.X
software in India which is basically an accounting software that is convenient to use and gains a
competitive advantage. TCS and Swissair formed a joint venture to handle their revenue accounting
processes by establishing the AFSS(Airline Financial Support Services).

TCS marked $1 Billion in annual revenue in 2003. TCS has now made it into the top 10 list of
worldwide IT service providers when ranked by market capitalization, number of employees,
profitability, and revenue. On August 2004, TCS became a publicly listed company and entered the
bioinformatics industry, becoming the first India-based IT services company to enter it. In 2014,
TCS changed tagline from “Beyond the Obvious” to “Experience Certainty”. To provide better public
services, TCS has done collaborations with public sector companies, such as BPCL(Bharat Petroleum
Co. Ltd.) (to provide highway retailing initiatives), BHEL (successful development of PowerPac-G
software). TCS received a few state government projects such as eSeva APOnline (Andhra Pradesh),
criminal tracking system (Bihar), data center projects (Utter Pradesh), and many more.

Infosys, Wipro, and HCL are the competitor of TCS in India. Wipro was established in 1945 with the
core vision of “Continuous effort to enhance people’s lifestyle and quality by means of developing
new technology in wireless communication” 15. Key capabilities of Wipro’s success are dedication to

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clients’ success, thinking broadly and responsibly, and an honest, integrity working approach. HCL
was established in 1991 with the mission of “We will be the employer of choice and the partner of
choice by focusing on our stated values of Employees First, Trust, Transparency, Flexibility and
Value Centricity”16. Key capabilities of HCL Technologies success are transparent process,
customer’s trust, effective organizational learning, integrated capabilities, and innovation
implementation.

2005 to 2022
Computer Associates (CA) International Inc. has formed a strategic agreement with TCS to protect
the latter’s operations across 55 centers worldwide through the implementation of “CA’s e-Trust
end-to-end security solutions”. TCS started developing services for aerospace solutions and started a
new development center in Kochi. TCS began work on the government’s “Indian Railway” project in
2006 with an anticipated budget of Rs. 2,000 crore, and in 2008 the company started work on the
“Passport Seva System 1.0” project with an estimated budget of Rs. 1,000 crore. Both projects were
completed effectively, and the complete developed technical systems were authorized by the
government. However, TCS was unable to get the “Aadhar Card” project in 2009; Infosys took over
the project. The capabilities of Infosys, that include digital services, AI, Internet of Things, and big
data analytics, provide the company an advantage over its competitors in terms of the provision of
efficient reality-based solutions17.

TCS developed iON services for SMEs in India, a cloud-based integrated platform with pay-and-use
model. And in the same year, TCS grew as the first software company to be evaluated at CMM
Level 5 enterprise-wide in IT services. TCS began work on the government’s “India Post V1.0”
project in 2013 with an anticipated budget of Rs. 1,100 crore. However, TCS was unable to get the
“e-Governance initiative MCA-21 V2.0, Fintech based e-Governance Projects, and India Post
Device Manufacturing” project in 2013. Infosys, Wipro, and HCL get the contract for deploying
government projects (Exhibit 5) and completed them successfully due to their in-house capabilities.
TCS enhanced its dynamic capabilities and organized multiple capacity-building sessions and
training for improving their employee’s capabilities and their organizational competencies.

In 2014, TCS launched ignio™ and launched digital exam system. Both systems are Cognitive
automation solutions that leverage its enormous body of knowledge and contextual awareness to
diagnose and autonomously repair problems that happen in complex corporate contexts, which get
better over time. Venguswamy Ramaswamy, Global Head of TCS stated, “Continuing our efforts to

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help the education sector with remote enablement, we launched the TCS iON Remote Assessments
product. This will ensure that exam administrators are able to conduct exams in a secure way, at
speed and with no dependency on the candidates’, proctors’ or exam administrators’ location. This
will help authorities quickly schedule and complete the exam process”18.

In 2017, Tata Sons selected Chandra as the Chairman of the Tata Group. The TCS Board appointed
then-CFO Rajesh Gopinathan as the CEO and Managing Director, N Ganapathy Subramanian as
COO and Executive Director and V Ramakrishnan as CFO. In 2018, TCS contracted with three large
industries for digital transformation deals. TCS received multiple awards such as “Leader in Gartner
Magic Quadrant for Application Testing Services”, “Leader in IDC MarketScape for Oracle
Implementation” and “Ranked #1 for Customer Satisfaction by Leading German Companies”. TCS
always attempted to overcome a few obstacles (attrition, revenue creation pressure, customer’s
bargaining power, security threat, maintaining sustainability, excellent performance, etc.) that it
faced.

In 2022, TCS reported that they had reached 6 lakh or 600,000 employees globally. The total
revenue of TCS is enhancing every year (Exhibit 6). In addition to this, it has the market value of the
second-largest Indian company and is ranked among the most valuable IT service brands in the entire
globe. TCS is integrating new technologies with Industry4.0 to enhance service quality, assist
businesses in accelerating the transition to net zero emissions, and implement innovative blockchain-
based digital financial services for companies in India and other nations. TCS is working to enhance
its technological capabilities while simultaneously improving its solutions, includes mainframe
modernization, database management services, large data warehousing, and a great number of others.
In 2022, TCS started working on the “Passport Seva V2.0” and “BSNL 5G” government projects,
each of which had an estimated expenditure of Rs. 8,000 crore and Rs. 200 crore (Exhibit 5).

Capabilities
The business growth enabled the companies to produce or deploy enterprise-sustaining
improvements consistently. Sometimes established businesses have trouble deciding which prospects
to pursue, with even the most experienced leaders hindered by the sheer complexity and limitless
possibilities. Therefore, to maintain performance sustainability, business processes tend to
concentrate on the traditional rather than radically reinventing the business process. However,
business executives of TCS state and acknowledge the importance of innovation and competitive
adaptation to follow their long-term vision. TCS uses a strategic management framework to ensure

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the company’s long-term viability.

Collaboration and Leadership Alignment

Executives from the company worked together to grasp the “discipline of innovation” to survive in
the digital era to produce creative answers, communicate fresh possibilities, recognize unanticipated
risks, and envision future market situations. The capabilities of TCS in terms of collaboration and
leadership alignment are distributed within three distinct zones: performance zone, productivity
zone, and transformation zone. Performance zone is the beginning point for “running the business”
that produces the great bulk of sales and earnings as the “core business”. The productivity zone
primarily focused on a shared services supplier to the main business to maximize efficiency, toss off
revenues to finance, and free up capacity for “changing the business”. Transformation zone is
focused on business builders that align the capabilities for enhancing performance growth.

Focused, Flexible, and Customer-Centered Strategy

The enterprise’s long-term strategy, which should not be mistaken for static budget planning, can be
developed and regularly updated when executives are positioned for collaboration and are in
alignment with one another. The executives of TCS prioritize their client’s needs and determine their
essential “jobs to be done”, keeping both what is changing and what is not in the world in mind.
Their viewpoint enables companies to transcend the established limits they are hesitant to cross. TCS
comes out as a well-known company that has developed a highly successful customer-centricity-
based service by following focused, flexible, and customer-centered strategies. For providing support
for the developed services, TCS provides a good support system (24*7*365).

Effective Risk Management

Effective risk management serves as the foundation for choosing the best mix of strategic
modifications to support business execution. Successful risk management helps TCS enhance its
brand value, expand its business globally, and invest in new service deployments. Because of this
competence, TCS is able to take on projects for the Indian government and ensure that such projects
are always viable and successful.

Innovation Implementation
TCS has the necessary infrastructure to facilitate the creation and implementation of incrementally
adaptable innovative concepts that enhance customer satisfaction and performance. TCS implements
a multi-modal innovation model that combines the ideal blend of structures to simultaneously

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“manage the business” and “transform the business” effectively.

Lean-Agile Method and Integrated Capabilities

Leaders may identify original and innovative concepts with potential and then develop them based
on data and tested assumptions using the “create, test, and learn” methodology. Lean-agile method
and integrated capabilities enhance the TCS’s likelihood of getting targeted results and lowers
investment uncertainty. TCS refers to this method as a Rapid, Iterative Experimentation Process
(RIEP). By transforming excellent ideas into significant breakthroughs, or in the event of “failures,”
great learning, RIEP aids businesses in “rehearsing for the future.” A positive workplace culture,
adaptable reskilling capabilities, and company expansion (organic and inorganic) are all made
possible through the integrated capabilities of TCS. Effective teamwork is inherent in the TCS work
culture, contributing to the company's ability to complete projects through collaboration and
coordination effectively.

Sustainability
An ecosystem of TCS includes employees, consumers, supply chain collaborators, startups,
academics, VCs, governments, NGOs, and rival companies. TCS executives actively cultivate
networks of potential collaborators and co-innovation partners. Through its CSR activities,
governance projects, and environmental initiatives, TCS maintains sustainability. TCS CEO and MD
Rajesh Gopinathan stated, “We believe that enterprises can build sustainable, inclusive, and greater
futures for their stakeholders by adopting an organic, inside out transformation model, rather than
outside in, externally-driven standardized change agendas” 14.

Technical capabilities
Many recent technological changes in its dynamics have been adopted by TCS very efficiently. Four
main dynamics of transformation in the IT industry include a boost in Big Data, Cloud Computing,
Mobile, and Social Media.
TCS has used these Tech shifts very efficiently in many ways leading to the betterment of various
sectors of the company including Performance, Development, Recruiting, Organizational Change,
Onboarding, etc. TCS has got all the technical changes in its favor and this means that there is a good
scope for improvement even in the future.

Mission, value, and objective

The company's mission is defined as "Our mission will reflect the Tata Group's long-term
commitment to deliver excellence, help customers, achieve business goals by providing innovative

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 ideas, best IT solutions consulting and services, and making every stakeholder happy." The
company's mission is to become the most reliable global customer network that delivers value
through products and services. The company must be a responsible value creator for all its
stakeholders. To keep pace with the mission of the company, work has been done in various aspects.
As a result, TCS was voted Asia Outstanding Company in India by investors from around the world
in the Asia Money 2019 survey. In addition, TCS was listed as the most successful Indian company
in the last ten years, with Asia money's top investor surveys at its highest in the last 10 years. In
terms of the company's mission, TCS's mission is to separate the company's growth and
environmental impact from activities that reflect the bottom line. A green approach is an aspect of its
internal procedures and resources. Their mission is to develop sustainably from green buildings to
green IT to green distribution chains and help clients achieve sustainable growth through green
solutions and business processes (Compare, 2018).
According to TCS: "Our mission and vision is to decouple business growth and environmental
footprint from its operations to address the environment. A green approach is embedded in our
internal processes and service offerings”.

Objectives:
Goals for TCS are short- to medium-term goals and objectives that the company sets to achieve
larger strategic goals set in the long term. Company goals are important in shaping the allocation of
resources within TCS as well as in finding the policies, schedules and processes that are
implemented in TCS.
The Company will be bold and agile, boldly facing challenges and leveraging deep customer
knowledge to develop innovative solutions. Pioneering, integrity, excellence, unity, responsibility are
the core values of TCS. All the objectives set by TCS are specific and clear. This helps both
employees and managers to drive and maintain focus on the goals and end results to be achieved.
Specific goals also help managers identify skill development and training needs within their
department. The company objective is also realistic that means that TCS sets goals keeping in mind
the organizational resources and constraints so that the goals can be achieved in an efficient and
timely manner. Further the Company goals are time-bounded in that the company must set start and
end date. Goal timeliness helps TCS maintain a sense of urgency among employees and keep them
motivated to achieve the goal.

VALUES
Pioneering: The Company will be bold and agile, boldly facing challenges and leveraging deep
customer knowledge to develop innovative solutions.

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 Integrity: The Company will behave fairly, honestly, transparently, and ethically; everything they
must stand the test of public scrutiny.

Excellence: The Company will be sentimental for achieving the highest standards of quality and
will always support meritocracy.

Unity: The Company will invest in the customer and partners, will enable regular learning and will
build caring as well as cooperative relationships based on trust and mutual respect.

Responsibility: The Company will incorporate environmental and social principles into our
businesses and ensure that what comes from people returns to people many times over.

TCS in coming decade?

TCS created its brand and market value and became the second-largest IT firm in India and the
world's most valuable IT service brand. TCS enhances its brand value, expands its business globally,
and invest in new service deployments. TCS has also established profitable businesses in a
regulatory environment requiring it to conduct commercial business per existing regulations. Indian
Government regulation indirectly helped TCS to include the processes that later became helpful for
expanding the business internationally with relatively little resistance. TCS has developed its own
"telescope" (Digital Exponential Table) that attempts to analyze technology in the context of societal
and corporate developments. The research and innovation center of TCS is ready for assisting its
project development teams in implementing other technological government projects such as
IoTsystems for agriculture, spacetech systems for disaster department, computational biology for
health department, environmental technological systems for environment department, mobility & e-
transportation system for transport department, and many more. TCS is expanding its services in
various sectors (including bioinformatics, government, healthcare, energy, and utility) across
multiple countries using a new service and marketplace model. TCS is expected to adopt the
technical changes in dynamics even in future like it’s doing even currently. TCS has been adopting
recent tech dynamics like Cloud Computing, Big Data, Social Media, Mobile, etc. Similarly, TCS is
expected to grab all the dynamic shifts in technology even in future. TCS follows the working
culture of operations model ownership-based decision model. TCS has a good brand value and
increasing growth in revenue. The questions for TCS in coming decade is “Will TCS work together
with other leading companies on the development of government technological initiatives to provide
high-quality products or services for the public?” or “Will TCS strengthen its competencies in the
area of technical product development in order to win more government technical projects?”

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Recommendations
TCS is partnering worldwide with largest businesses to reach at a transformational journey for last
50 years by providing consulting, IT services, and business solutions. TCS has reached globally in
many business sectors and industries verticals and providing a complete portfolio of offerings –
grouped under service integration and consulting, cloud services, digital transformation services,
cloud services, products & platforms, and cognitive business operations by targeting all C-suite
investor.
TCS needs to invest in new processes, new technologies (like Automation, metaverse, block chain,
AI), customer relations and human resources to achieve a competitive advantage.
For further growth of TCS below are the recommendations to Top level management:
1) Brand awareness
a) TCS needs to increase its investment in marketing and advertising activities to increase
market penetration and increasing brand awareness like CSR, Sports meets, Promotions
(India-Pakistan match).
b) Increased brand awareness for the TCS also leads to increased brand recall – which is
important for purchase decisions.
c) Consequently, building brand awareness is important for increasing sales, and driving growth
in new markets.
2) International expansion
a) International expansion will allow Tata Consultancy Services to access different consumer
groups and increase its overall share of the pie.
b) For International expansion TCS needs to conduct in-depth PESTLE, Porters 5 forces and
SWOT matrix analyses to develop a comparative strategy and overview for planned
expansion.
3) Research and development
a) TCS should invest in research and development to identify possible new markets and
consumer segments for its products.
b) R&D should focus on identifying and understanding different market cultures, trends, and
consumer behaviors - and how they differ dim consumer behavior patterns in existing
markets.
c) TCS needs to increase their investment in research and development – especially pertaining
towards understanding market trends and consumer behavior.
4) Regional expansion
a) The Tata Consultancy Services can expand regionally

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 b) This will include expansion locally to different cities, or within the same geographic region.
5) New customer segments
a) TCS needs to explore new consumer segments in the same market for its products
b) TCS can identify new product uses and features and target new consumer segments for the
existing products.
6) New product benefits and features
a) TCS can identify new features and characteristics in existing products for existing markets.
b) Identification will lead to innovative and novice product consumption purposes and behavior
c) Consumers should also be made aware of these new and innovative usage patterns and
consumptions ways of the TCS products by the company
7) Increase production capacity
a) Increasing production capacity will allow TCS to reach more customers within the same
market.
b) Increased production capacity would also lead to more efficiency and effectiveness –
especially for controlling overhead costs.
c) Controlled overhead costs would lead to competitive pricing and would appeal to the
consumers in the same market.
8) Competitive pricing
a) TCS may introduce competitive pricing and price cuts to attract the low-cost segment.
b) Competitive pricing will be a source of competitive advantage for the company and will lead
to enhanced consumer engagement with the product.
9) Reduce operational costs
a) TCS can reduce operational costs to increase competitive pricing.
b) Competitive pricing will help the Tata Consultancy Services increase its sales volume and
consumption.
c) Lower operational costs will lead to less costs being passed on to the consumers and will
make the products offered by the TCS more desirable and affordable.
10) Acquiring competitors
a) TCS can acquire competing players in the market like new startups etc.
b) Acquisitions will give the TCS leverage in reaching different consumer groups and segments.
11) Innovation
a) TCS needs to engage in R&D activities to understand and identify new points of consumer
demand like automation, Metaverse, cybersecurity, AI, Blockchain etc.
b) TCS needs to drive more global innovation contest to get innovation ideas for future.

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12) Enhancement in Existing Products
a) TCS needs to do the modifications and improvements in existing products to offer consumers
new and enhanced offerings which will help increasing customer satisfaction and sales.
b) TCS can also engage in new product development through introducing different quality
products in the same market.
13) Diversification towards a new business
a) TCS can also diversify into becoming a conglomerate by engaging in a different business
altogether
b) Diversification through a new business would help the TCS to explore new business ideas
and option to launch or acquire for purposes of growth and development.
14) Vertical diversification
a) TCS can introduced new products under existing product lines for increasing growth and
business development.
b) New product developments and launches by the TCS would be similar to, and categorized
under existing product groups and categories.
15) Horizontal diversification
a) TCS can introduce and engage with new product developments and launches that are not
associated with the existing products.
b) It will help them to introduce new products launches and developments for products that
share similar economic environments with the visiting products.
16) Strategic Partnerships & Alliances
a) TCS needs to do more strategic alliances in other domain such as education sectors like IITs,
MIT, IIMs etc. which will help TCS in developing future thought leaders and good
employees for future readiness skill.
The alliances with the international technology institutes will make TCS to maintain a
holistic approach to create a joint venture opportunity on joint research by which it will
deliver a strategic advantage in many areas.
 Joint ventures will help in better technology and research.
 Joint go-to-market strategy will be adapted for the better IT solutions.
 New/improved solutions on problems will be created like 5G technology, Metaverse etc.
 In India, lot of government sectors are not fully digitalized. TCS needs to work and grap
those opportunities like customer experience, education etc.
b) TCS should also partner with upcoming startups which are more innovation intensive. This
will help the organization

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  Innovation orientation will be increased by using technologies developed by emerging
startups.
 It will help to reduce the competition from the markets.
 New business model can help to reduce the risk for specific domain or startups.
c) TCS also needs to do acquisitions which will help in leveraging diversified supply chain and
distribution channels.
d) TCS should engage in strategic partnerships to explore options for product development as
well.
17) Education & Growth: TCS needs to upskill their employee by training, workshop etc. improve
knowledge resources. Management should identify and understand where they need to invest
their funds for future skills or personnel development before starting training or workshops.
Considerations for measurement include:
 Employee turnover
 Job satisfaction
 Training opportunities
 Levels of specialist knowledge and skills
18) Internal Business Process: needs to improve on manufactured product faster delivery with good
quality. Operational management needs to analyze to track any delays, gaps, bottlenecks, waste,
or shortage and needs to work more on new technologies like automation, innovation,
cybersecurity etc.
19) Customer perspectives are timely collected to measure customer relations, satisfaction with the
price, quality, and availability of products/services. Customers can help in providing their inputs
for current products.
20) Financial Metrics, such as expenditures, income and sales are used to identify financial
performance which may include financial results, Cash flow or ROI.
21) To tackle with moonlighting, TCS must create agreements with their employees like they will
not work for competitors or start competing with their business. Also, TCS needs to announce
and start giving extra benefits like free cab, bonus etc. to motivate the employees who are
coming and working from offices.

These are the recommendations for TCS top level management which will help them to give an
overview of the company for measuring it against its own mission and vision.

Endnotes

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1. Building On Belief. Retrieved October 10, 2022 from https://www.tata.com/newsroom/business/tcs-
new-brand-vision-belief
2. Stellar Q3 Helps TCS Hit $25 Bn in Annual Revenue. Retrieved October 10, 2022 from
https://www.tcs.com/tcs-financial-results-q3-fy-2022
3. TCS WORLDWIDE. Retrieved October 10, 2022 from https://www.tcs.com/worldwide
4. Indian government projects: How TCS cracked the code. Retrieved October 9, 2022 from
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Exhibits

16
Exhibit 1: TCS Geographics Footprint (October 2022)19

Exhibit 2: TCS Services

Exhibit 3: Budget Expenditure Plans for Public Services Industry

17
Exhibit 4: Evolution of TCS 1968 to 2022

Exhibit 5: Government IT Project lists

Sl. IT Project Name Company Founded Project Amount Project
No.

18
 Start
Year Status
Year
1 Permanent account number (PAN) TCS 1968 1977 - Developed
system
2 Indian Railway Project TCS 1968 2006 Rs. 2,000 Developed
Crore
3 Passport Seva System V 1.0 TCS 1968 2008 Rs. 1,000 Developed
Crore
4 Aadhar Card Infosys 1981 2009 Rs. 11,366 Developed
Crore
5 Employee State Insurance Wipro 1945 2009 Rs. 1,182 Developed
Corporation (ESIC) Crore
6 e-governance initiative MCA-21 Infosys 1981 2012 Rs. 5 Crore Developed
V1.0
7 Fintech Based eGovernance HCL 1991 2013 - Developed
Projects
8 e-governance initiative MCA-21 Infosys 1981 2013 Rs. 100 Developed
V2.0 Crore
9 India Post V1.0 TCS 1968 2013 Rs. 1,100 Developed
Crore
10 India Post Device Wipro & HCL 1945 & 2013 Rs. 1,500 Developed
Infosystem 1976 Crore
11 Digital Exams (Gate) TCS 1968 2014 Developed
12 National Registry of Citizens Wipro 1945 2014 Rs. 70 Crore Developed
(NRC) project
13 GST Network Software Infosys 1981 2016 Rs. 1,380 Developed
Crore
14 Income Tax System Infosys 1981 2019 Rs. 1,64.5 Developed
Crore
15 BSNL TCS 1968 2022 Rs. 2,00 Started
Crore
16 Passport Seva System V 2.0 TCS 1968 2022 Rs. 8,000 Started
Crore

Exhibit 6: TCS Revenue 2003-2022

19
20